Brands/Products
Financial Inclusion and Branding – What is the Synergy?
By Fiona Hitchcock
Financial inclusion is one of the most amplified ideologies in many geographical areas. This has led to the implementation of noteworthy efforts to build institutions and systems for the inclusion of diverse socio-economic classes.
According to financial analysts, the past two decades have seen a rapid increase in the interest in financial inclusion, both from policymakers and researchers.
It is evident that structural, as well as policy-related factors, such as encouraging banking competition or channelling government payments through bank accounts, play an important role in achieving financial inclusion.
In Nigeria, the Central Bank of Nigeria (CBN) had set a financial inclusion target of reaching 80 per cent of the total adult population by 2020, but presently, the country is not on track to meet this target which was set out in the National Financial Inclusion Strategy (NFIS) of 2012.
The NFIS had set two financial inclusion targets for the year 2020: an overall financial inclusion rate of 80 per cent of the adult population and a formal financial inclusion rate of 70 per cent of the adult population.
As of 2016, just 58.4 per cent of Nigeria’s 96.4 million adults were financially served and only 48.6 per cent of all adults used formal financial services.
How do we make financial inclusion exciting? How do we encourage consumer consumption? The answer is well thought out through executed branding for financial institutions.
Various financial institutions and societies have taken steps toward financial inclusion, but to be successful, they need to understand how to accurately target and market to their potential customers.
Conventionally, most financial institutions are known to be conservative in their marketing and branding approaches towards this market. As a result of this, customers approach these institutions with a perception of distrust and apprehension.
To address this disengagement between financial solutions and their consumers, financial institutions should ensure that great attention is paid to branding techniques. This is also very important in building a distinctive brand.
Most consumers become less apprehensive to consume a financial product or service when the repetitiveness and recognizability of the branding elements become part of the familiarity of their community environment.
From logos to taglines, tone of voice, advertising styles, these elements present a powerful conviction to customer acquisition. Without these, financial institutions will not connect in a relevant way with their target market and financial inclusion remains unprogressive.
Brands are expected to have a life outside management functions, have a personality and opinion that consumers can relate to. Financial institutions not excluded.
It is, therefore, critical that financial institutions communicate constantly to their target audience to enable a more progressive leap towards financial inclusion. The more people see you, the more they become comfortable, the more they are convinced to try you and (upon successful customer experience) the more they trust you.
Some brands run one successful campaign and then go quiet after that. Out of sight, out of mind. Whatever the case, there must always be something you are saying to your customers.
At Hitchcock Michalski, we believe that the more consumers can rely on an implicit reaction to a brand, the more likely they are to buy that brand – this is a key essence of our outstanding branding practices. Having worked for big financial brands like Access Bank who are making giant strides towards achieving CBN’s 2020 goal, we are even more convinced that distinctive branding plays an important role in aiding financial inclusion.
The year 2020 has taught us that to achieve financial inclusion, institutions in the finance and fintech sector must work towards winning the trust of consumers.
This can only be earned through the non-exhaustive implementation of marketing and branding strategies. For financial inclusion to work, institutions must win the conviction of the end-user.
Conviction is only earned through constant engagement. It is critical to understand the pain points of your customers, to truly understand their needs and what they find difficult when dealing with a financial institution.
We have to develop a well thought out strategy towards bridging the gap between financial solutions and the consumers, always with solving the customers’ needs and challenges in mind, failing which all efforts geared at inclusion for the unbanked and underbanked will remain ineffectual.
Fiona Hitchcock is the Managing Partner for leading brand strategy, design and communication agency, Hitchcock Michalski and has worked with multiple financial brands across Africa.
By Modupe Gbadeyanka
Another award has been added to the shelves of Airtel Nigeria for the quality service it offers its numerous subscribers.
At the 14th Nigerian NewsDirect Awards held at the Lagos Oriental Hotel on Friday, December 6, 2024, the company went home with the Most Preferred and Admired Telecommunications Brand award.
The chief executive of Airtel Nigeria, Mr Dinesh Balsingh, thanked the news platform for the recognition, reiterating the dedication of the organisation towards the growth of Nigeria.
“At Airtel, we remain steadfast in our mission to enrich lives and contribute to the sustainable growth of our nation, and we are proud to receive this award as the Most Preferred and Admired Telecommunications Brand.
“This recognition reaffirms our commitment to connecting Nigerians, driving digital inclusion, and empowering communities through innovative solutions,” he said.
The ceremony, themed Achieving Economic Prosperity: The Role of Human Capacity Development, Fiscal Prudence, and Revenue Generation, celebrated outstanding contributions made by individuals and corporate organisations to national development across sectors and industries.
The chairman of Odu’a Investment Limited, Mr Bimbo Ashiru, thanked all participating entities for their “continuous contributions and support to the nation’s growth.”
“You have demonstrated excellence and have significantly contributed to Nigeria’s progress and we believe this platform will continue to highlight and encourage best practices across industries,” he stated.
The event attracted several persons, including the chairman of the Lagos State Internal Revenue Service (LIRS), Mr Ayodele Subair; and the Registrar-General of the Corporate Affairs Commission (CAC), Mr Hussaini Ishaq Magaji; among others.
By Modupe Gbadeyanka
The second edition of the Ibadan Chops and Chills Festival held on December 1, 2024, received the backing of Rite Foods Limited.
It was a platform for young entrepreneurs, food vendors, and entertainers to showcase their talents and promote the rich cultural heritage of Oyo State in particular, and Nigeria in general.
Rite Foods used the event to foster growth and innovation among enterprising youths in society in demonstration of its commitment to youth empowerment and community engagement.
The Corporate Communications Manager at Rite Foods, Mr Innocent Adulugba, said, “As a manufacturing company driven by innovation, Rite Foods Limited believes in the power of young people and the importance of providing platforms that enable them to showcase their skills and talents.”
“The Ibadan Chops and Chills Festival aligns with our mission to inspire, support, and add value to talents and entrepreneurs across Nigeria,” he added.
“Rite Foods Limited recognizes the Ibadan Chops and Chills Festival as a platform for growth and that is why the company is here today to leverage support so the participating food exhibitors can benefit via joint marketing efforts, co-promotions, and expanded distribution channels under one roof,” Mr Adulugba stated.
“We are partnering with food vendors to offer consumers a more comprehensive and enjoyable experience, such as pairing beverages like Bigi, Sosa or Fearless with complementary food options of their choice,” he noted.
Also speaking, the convener of the programme, Ms Chinwendu Festus of Wendy’s Kitchen, said, “The first edition of Ibadan Chops and Chills was a success, which inspired us to aim higher this year.
“Our goal is to provide young people with the space to showcase their culinary talents, grow their businesses, and connect with a broader audience.”
The Commissioner for Youth and Sports, Ms Wasilat Adefemi Adegoke, stated, “This initiative is one of the best I have seen. It aligns perfectly with our administration’s goals of empowering the youth, promoting cultural heritage, and fostering talent.”
It was gathered that the festival featured cooking competitions, entertainment shows, guest tours and vendor exhibitions, which highlighted the diversity and ingenuity of participants and the diversity of food options on display.
In this economy, you can’t be paying for things and not getting the full value. Unfortunately, that’s how most cable TV subscribers feel. It’s like there’s a lot on TV, but nothing for you. Here’s a solution to that problem. We’ve taken the time to sieve through everything, so you don’t have to. Here are a few tips to help you make the most of your GOtv subscription during the holidays.
Take Advantage of the Golden Window Offer: The best entertainment sits on GOtv Supa Plus – and there’s an easy step to get there. To celebrate, GOtv is extending the Golden Window deal for Supa+ subscribers. Instead of paying the regular ₦15,700, you can now enjoy the Supa+ package for just ₦13,900. That’s where all the Premier League games sit. There’s a game almost every day this period. You also get Africa Magic Showcase for a little family drama – relive the easy-to-watch TV series, suitable for the family. Don’t miss out on this premium offer; take advantage of the savings while you can.
Check Out New Channels: Why not try something new and explore different channels this Christmas? It’s a great chance to step outside your usual picks and discover some festive gems and fresh content you might not expect. From comedy specials to music concerts. For example, the Holiday Pop-Up Channel will have the most recent stand-up comedy show from Nigeria’s best stand-up Comedian – Bovi — Christmas with Bovi (December 24th–26th). It’s also better to watch the Calabar Rocks Music Concert, Naija Most Wanted, and the Akwa Ibom Christmas Carols Festival 2024 on TV than under the sun.
Set Reminders for Special Movies and Shows: With all the festive activities going on, it’s easy to forget and get lost in pointless scrolling online. A simple reminder can remind you to take a break from triggering social media posts and enjoy wholesome entertainment on TV. From new Africa Magic originals like ‘The Jump’ and ‘10th Anniversary’ to classic favourites like Bad Moms and Problem Child – a classic, there’s so much to enjoy. Set those reminders so you can enjoy all the festive cheer without the fear of missing out.
Host Watch Parties: The holidays are all about spending time with loved ones, and what better way to do that than by hosting a watch party? With your GOtv subscription, you’ve got everything you need for a fun-filled day. Picture this: Christmas Day, surrounded by family and friends, all gathered together to enjoy the Bovi Comedy Special—Christmas with Bovi. Whether it’s a comedy special, a classic holiday movie, or the latest Africa Magic original, there’s something to bring everyone together. So, make it a date, prepare the Christmas rice and chicken, and enjoy.
Stream Online via the GOtv App: During the festive season, homes are often buzzing with family members coming together to celebrate. If your household is anything like this, the battle for control of the remote and deciding what to watch can get intense. To avoid the remote wars, you can make use of the GOtv Stream app. The real owners of the remote can watch what they want while you stream yours – everyone wins.
So, go ahead and subscribe now or upgrade to unlock the cheer and excitement of the season with GOtv. Take advantage of the GOtv Supa Plus Golden Window and pay just N13,900 instead of the usual N15,700.
To upgrade, subscribe, or reconnect, simply download the MyGOtv app or dial *288#. To catch up and for on-the-go viewing, don’t forget to download the GOtv Stream App and enjoy your favourite shows anytime, anywhere.
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